Advertising Exposure Memory And Choice
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| Author | : Andrew A. Mitchell |
| Publisher | : Psychology Press |
| Total Pages | : 359 |
| Release | : 2013-06-17 |
| Genre | : Business & Economics |
| ISBN | : 1134756984 |
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
| Author | : Andrew A. Mitchell |
| Publisher | : |
| Total Pages | : 349 |
| Release | : 1993 |
| Genre | : Advertising |
| ISBN | : |
| Author | : Linda F. Alwitt |
| Publisher | : Taylor & Francis |
| Total Pages | : 318 |
| Release | : 2022-02-16 |
| Genre | : Psychology |
| ISBN | : 1000549127 |
In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.
| Author | : Edward P. Krugman |
| Publisher | : Routledge |
| Total Pages | : 354 |
| Release | : 2013-05-13 |
| Genre | : Business & Economics |
| ISBN | : 113667795X |
This book is an honor to the many important contributions of Herbert Krugman, past president of APA, The Division of Consumer Psychology and The Association for Public Opinions Research. This reader contains his selected works in Consumer Behavior and Advertising which combine insights from Cognitive Psychology, Social Psychology and Survey Methodology. William Wells, University of Minnesota, has provided the foreword and section overviews for the book which will help it appeal to all academics and students of consumer research.
| Author | : Esther Thorson |
| Publisher | : Psychology Press |
| Total Pages | : 408 |
| Release | : 2013-06-17 |
| Genre | : Business & Economics |
| ISBN | : 113478029X |
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
| Author | : Abraham Tesser |
| Publisher | : John Wiley & Sons |
| Total Pages | : 704 |
| Release | : 2008-04-15 |
| Genre | : Psychology |
| ISBN | : 0470998504 |
This volume on intraindividual processes is one of a set of four handbooks in the social psychology field and covers social cognition, attitudes, and attribution theory. Includes contributions by academics and other experts from around the world to ensure a truly international perspective. Provides a comprehensive overview of classic and current research and likely future trends. Fully referenced chapters and bibliographies allow easy access to further study. Now available in full text online via xreferplus, the award-winning reference library on the web from xrefer. For more information, visit www.xreferplus.com
| Author | : Thomas J. Reynolds |
| Publisher | : Psychology Press |
| Total Pages | : 463 |
| Release | : 2001-05 |
| Genre | : Business & Economics |
| ISBN | : 1135693161 |
This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.
| Author | : Todd R Schachtman |
| Publisher | : OUP USA |
| Total Pages | : 588 |
| Release | : 2011-06-03 |
| Genre | : Education |
| ISBN | : 0199735964 |
Organisms survive and succeed because of their ability to learn and adapt to changing circumstances and new demands. As discussed in the chapters of the present volume, an appreciation of the mechanisms and principles of learning and conditioning is fundamental to any analysis of normal behavior as well as to an informed understanding of our well being (including examination of such issues as anxiety and fear, brain-immune system interactions, drug addiction and abuse, emotional learning, and social behavior) and mental health (for example, autism, depression, helplessness and schizophrenia). The twenty-three chapters in this volume, written by a distinguished collection of internationally renowned scholars, articulate the basic, yet sophisticated, way in which learning and conditioning processes influence our everyday behaviors, both normal and maladaptive, and help explain a variety of clinically important phenomena and disorders.
| Author | : David A. Aaker |
| Publisher | : Psychology Press |
| Total Pages | : 406 |
| Release | : 2013-10-31 |
| Genre | : Business & Economics |
| ISBN | : 1317759826 |
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
| Author | : Bagozzi, Richard |
| Publisher | : McGraw-Hill Education (UK) |
| Total Pages | : 238 |
| Release | : 2002-08-01 |
| Genre | : Psychology |
| ISBN | : 0335207227 |
Ouvrage théorique permettant d'appréhender les attitudes et comportement des consommateurs et examinant comment le marketing peut influencer les processus.
